Question 1

Selective demand is demand for a certain brand.

Accepted Answer

A) True 
 B)False

Question 2

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

Accepted Answer

A) primary demand. 
B) secondary demand. 
C) competition. 
D) comparison of orange juices. 
E) demand elasticity. 
A) primary demand. 
B) secondary demand. 
C) competition. 
D) comparison of orange juices. 
E) demand elasticity.

Question 3

What are the differences in trying to stimulate primary demand versus selective demand?

Accepted Answer

When an organization is the first to int

Question 4

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.

Accepted Answer

A) True 
 B)False

Question 5

Deceptive promotional practices today are common because of a lack of regulation.

Accepted Answer

A) True 
 B)False

Question 6

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Accepted Answer

A) encouraging product trial. 
B) retaining loyal customers. 
C) stimulating demand. 
D) creating awareness. 
E) identifying prospects. 
A) encouraging product trial. 
B) retaining loyal customers. 
C) stimulating demand. 
D) creating awareness. 
E) identifying prospects.

Question 7

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

Accepted Answer

A) stimulate demand. 
B) encourage product trial. 
C) create awareness. 
D) combat competitive promotional efforts. 
E) retain loyal customers. 
A) stimulate demand. 
B) encourage product trial. 
C) create awareness. 
D) combat competitive promotional efforts. 
E) retain loyal customers.

Question 8

All of the following are examples of publicity-based public relations tools except

Accepted Answer

A) press conferences. 
B) feature articles. 
C) news releases. 
D) annual reports. 
E) news stories. 
A) press conferences. 
B) feature articles. 
C) news releases. 
D) annual reports. 
E) news stories.

Question 9

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

Accepted Answer

A) True 
 B)False

Question 10

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

Accepted Answer

A) decoding 
B) feedback 
C) encoding 
D) perceptual attention 
E) noise reduction 
A) decoding 
B) feedback 
C) encoding 
D) perceptual attention 
E) noise reduction

Question 11

A reseller advertising a manufacturer's products is viewed as strong manufacturer support.

Accepted Answer

A) True 
 B)False

Question 12

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

Accepted Answer

A) True 
 B)False

Question 13

​Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications when marketing a new or existing product?

Accepted Answer

During face-to-face communication, such

Question 14

Advertising is a paid form of nonpersonal communication.

Accepted Answer

A) True 
 B)False

Question 15

Advertising is an inflexible promotional method.

Accepted Answer

A) True 
 B)False

Question 16

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Accepted Answer

A) Promotion costs cause product costs to be higher. 
B) Promotion activities make up the bulk of marketing. 
C) The role of promotion is to stimulate product demand. 
D) Promotion should be directed toward numerous audiences. 
E) Most promotional efforts are performed through advertising. 
A) Promotion costs cause product costs to be higher. 
B) Promotion activities make up the bulk of marketing. 
C) The role of promotion is to stimulate product demand. 
D) Promotion should be directed toward numerous audiences. 
E) Most promotional efforts are performed through advertising.

Question 17

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Accepted Answer

A) communication noise. 
B) communication links. 
C) communication resources. 
D) communication channels. 
E) decoding sources. 
A) communication noise. 
B) communication links. 
C) communication resources. 
D) communication channels. 
E) decoding sources.

Question 18

Scenario 16.1 Use the following to answer the questions.When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 16.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

Accepted Answer

A) advertising. 
B) personal selling. 
C) sales promotion. 
D) buzz marketing. 
E) push marketing. 
A) advertising. 
B) personal selling. 
C) sales promotion. 
D) buzz marketing. 
E) push marketing.

Question 19

Research has found that advertising ___________economic growth.

Accepted Answer

A) reduces 
B) slows down 
C) is an obstacle to 
D) can also bring about 
E) is unrelated to 
A) reduces 
B) slows down 
C) is an obstacle to 
D) can also bring about 
E) is unrelated to

Question 20

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer.

Accepted Answer

A) sales promotion; more costly 
B) direct marketing; less effective 
C) sales promotion; less effective 
D) personal selling; more costly 
E) personal selling; less effective 
A) sales promotion; more costly 
B) direct marketing; less effective 
C) sales promotion; less effective 
D) personal selling; more costly 
E) personal selling; less effective

Selective demand is demand for a certain brand.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

What are the differences in trying to stimulate primary demand versus selective demand?

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.

Deceptive promotional practices today are common because of a lack of regulation.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

All of the following are examples of publicity-based public relations tools except

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

A reseller advertising a manufacturer's products is viewed as strong manufacturer support.

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications when marketing a new or existing product?

Advertising is a paid form of nonpersonal communication.

Advertising is an inflexible promotional method.

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Research has found that advertising ___________economic growth.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 16: Integrated Marketing Communications

Selective demand is demand for a certain brand.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

What are the differences in trying to stimulate primary demand versus selective demand?

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.

Deceptive promotional practices today are common because of a lack of regulation.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

All of the following are examples of publicity-based public relations tools except

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

A reseller advertising a manufacturer's products is viewed as strong manufacturer support.

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

​Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications when marketing a new or existing product?

Advertising is a paid form of nonpersonal communication.

Advertising is an inflexible promotional method.

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Research has found that advertising ___________economic growth.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications when marketing a new or existing product?